Happy Tuesday, Community!
You can have the best copy and the most beautiful automations in the world, but if they land in the Promotions tab (or worse, the Spam folder), they aren't doing any work for your business.
Today’s tactic is about protecting your "Sender Reputation" so your messages actually reach the people who want them.
The Strategy: Quality Over Quantity
Deliverability isn't just about technical settings; it’s about engagement signals. Mail providers (like Gmail and Outlook) watch how people react to your emails. If thousands of people ignore you, those providers start hiding your mail.
The 3-Step Health Check:
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Sunset the "Ghosts": Use an automation to identify contacts who haven't opened an email in 60-90 days. If they aren't biting, move them to a "re-engagement" drip or unsubscribe them. A smaller, highly active list reaches more inboxes than a massive, silent one.
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Monitor Your "Reply" Rate: Positive engagement signals (like a reply) are gold for deliverability. Try ending one of your automated emails with a simple, plain-text question to encourage a direct response.
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Watch the "Spam" Metric: If your spam complaint rate creeps above 0.1%, it’s a sign your content isn't matching your audience's expectations.
The Tactical Win:
Next time you're building a segment, try a "High Engagement" filter (e.g., Opened in the last 30 days). Sending your most important news to this group first "warms up" your reputation and makes it more likely that your broader sends will succeed.
Quick Poll: How often do you "clean" your list of inactive contacts?
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A) Every month (The Pro approach)
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B) Once a quarter
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C) Honestly... never.
Tell us your strategy in the comments!